Critical Analysis of Television Commercials How to:
First, summarize the commercial. Then, analyze it. Consider these questions in your analysis:
Who is the audience (beyond watchers of the Super Bowl)?
What is said?
How is it being said?
Why is it being said this way?
Can you compare it with something else?
Don't remove the video of the commercial. Other than that, you may modify this page in any way you choose. This is a collaborative assignment (see Jon Udell's Heavy Metal Umlaut). Process Work points will be awarded to those who create and edit content. Those who do not will receive 0 on the assignment.
Chipotle Back to the Start
Summary:
In a commercial named "Back to the Start," a man and his family decide to start a farm. They start with one pig and then expand to include many more pigs along with cows, chickens, crops, etc. As the farm grows in size, the means by which the farmer operates turn more modern and industrialized, which in turn take out the love and care the farmer put in before. After what seems like a few years, the farmer begins thinking about some of the choices he's made such as dumping waste in the local waters and using steroids on his animals. After realizing his mistake, the farmer tears down the factories and returns his animals to their pastures. The farmer, his wife, and son are now much older and seem content with the way things are now. The camera pans to the right and a sign for Chipotle Mexican Grill comes into view. It reads: "Cultivate a Better World."
Analysis:
Purpose:
The purpose of the advertisement is to convince people to eat at Chipotle Mexican Grill. This video attempts to persuade the viewer by showing that Chipotle's food comes from organic/free-range farms.
Audience:
The intended audience is likely people from the South since they are more supportive and appreciative of the old-fashioned agriculture. In addition, people around the nation who are organic and "local grown" enthusiasts are targeted. Chipotle Grill also does a good job of presenting family themes such as the farmer's family and the pigs that are always by his side. This makes the restaurant chain more appealing to families and/or those who appreciate family values.
Music:
The music in the background is Willie Nelson covering "The Scientist," a song originally recorded by the band, Coldplay. Nelson's voice, along with the acoustic guitar, adds to the "Southern" or "down home" theme of the commercial. The lyrics are also somber and somewhat remorseful. This ties in the psychological dilemma that the farmer goes through in the commercial when he upgrades his farm and then realizes his mistake.
Lyrics (as sung in the commercial):
I was just guessing, At numbers and figures. Pulling the puzzles apart.
Questions of science Science and progress. Don't speak as loud as my heart.
Nobody said it was easy. It's such a shame for us to part. Nobody said it was easy. Nobody one ever said it would be so hard.
I'm going back to the start.
With this re-arrangement, the song, originally about a renewed romance, becomes about a farmer's lament over sacrificing his values for the sake of '"progress", and his eventual decision to return to the beginning.
Animation:
The animation style of "Back to the Start" is -while not exactly unique- uncommon, therefore attracting attention by being different. The style is reminiscent of children's cartoons like 'Bob the Builder' and 'Thomas the Tank Engine', a stark contrast to the severity of the issues being communicated. The animation conveys that even a child could understand that free-range meat is better than industrial slaughter-houses.
Information:
Film Credits:
Client: Chipotle
Agency: CAA and Chipotle
Production Company: Nexus Productions
Director: Johnny Kelly
Producer: Liz Chan
Music Supervision:David Leinhart at duotone Audio
Artist: Willie Nelson
Music Producers:Justin Stanley and Doyle Bramhall
Content Manager: Liz Graves
Behind the Scenes Video:
Chipotle Mexican Grill, Inc:
(According to the Wikipedia article) "Chipotle Mexican Grill is a resturant chain present in the United States, United Kingdom, and Canada. ....The restaurant is known for its large burritos, assembly-line production, and use of natural ingredients. The company has released a mission statement called Food with Integrity, which highlights its efforts in using organic ingredients, and serves more naturally raised meat than any other restaurant chain. Chipotle is one of the first chains of fast casual dining establishments."
How to:
First, summarize the commercial. Then, analyze it. Consider these questions in your analysis:
Don't remove the video of the commercial. Other than that, you may modify this page in any way you choose. This is a collaborative assignment (see Jon Udell's Heavy Metal Umlaut). Process Work points will be awarded to those who create and edit content. Those who do not will receive 0 on the assignment.
Chipotle Back to the Start
Summary:
In a commercial named "Back to the Start," a man and his family decide to start a farm. They start with one pig and then expand to include many more pigs along with cows, chickens, crops, etc. As the farm grows in size, the means by which the farmer operates turn more modern and industrialized, which in turn take out the love and care the farmer put in before. After what seems like a few years, the farmer begins thinking about some of the choices he's made such as dumping waste in the local waters and using steroids on his animals. After realizing his mistake, the farmer tears down the factories and returns his animals to their pastures. The farmer, his wife, and son are now much older and seem content with the way things are now. The camera pans to the right and a sign for Chipotle Mexican Grill comes into view. It reads: "Cultivate a Better World."Analysis:
Purpose:Audience:
Music:
Lyrics (as sung in the commercial):
I was just guessing,
At numbers and figures.
Pulling the puzzles apart.
Questions of science
Science and progress.
Don't speak as loud as my heart.
Nobody said it was easy.
It's such a shame for us to part.
Nobody said it was easy.
Nobody one ever said it would be so hard.
I'm going back to the start.
Animation:
Information:
Film Credits:
Behind the Scenes Video:
Chipotle Mexican Grill, Inc:
(According to the Wikipedia article) "Chipotle Mexican Grill is a resturant chain present in the United States, United Kingdom, and Canada. ....The restaurant is known for its large burritos, assembly-line production, and use of natural ingredients. The company has released a mission statement called Food with Integrity, which highlights its efforts in using organic ingredients, and serves more naturally raised meat than any other restaurant chain. Chipotle is one of the first chains of fast casual dining establishments."History: